Book forum. Reinvention

From the book fair to the main cultural festival of the country! The story of how, on the eve of the 25th Book Forum in Lviv, we reinvented the communication of the event, promoted reading a lot and chatted a little.

People are ready to go to another city not for books – for emotions!

Our team recreated the best moments at the recognizable locations in Lviv where Book Forum’s events happen. The books are still in the frame, but the main focus is on people, on the beautiful moment sensation and memorable interactions.

51% of Ukrainians never read (!) a single book during the 2018 year. And what is the future for the country without reading? We understood it is time to launch a national debate on the importance of reading, so created a theory: if every Ukrainian reads at least 5 books per year, it would change a country in a positive way.

Two months before the festival a #5books flash mob was launched on social media.

Three weeks before the festival 7 billboards appeared outside Lviv. Mimicking the visual style of the famous Ukrainian political campaigns, without any logos or dates they were saying “5 Books Will Save The Country”. We took quite a risk to play with the political adverts, but the effect was colossal: internet users, media and politics themselves really loved our billboards. For a week everyone was discussing reading, books and Book Forum coming.